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TAKING IT TO THE STREET: What does Jermyn Street mean for the contemporary gent?

The Jermyn Street runway show, hosted by property owners The Crown Estate, sought to answer the question with four events that took place on a catwalk in the middle of the street during London Collections: Men.

Now in its second year, the consumer-facing show featured looks from the current season’s collections. Three of the shows were open to the public, with one reserved for trade.

“The Crown Estate is investing in promoting Jermyn Street as a men’s wear destination. It has been for many generations, but we’re trying to refine it for future generations,” said Anthea Harries, portfolio manager for St James’s at The Crown Estate.

The aim is to “engage with the consumer and improve pedestrian footfall on the street,” Harries added. “This is about the retailers, giving them the opportunity to trade well today and to put Jermyn Street on the map for men’s wear.”

More than 30 brands with a presence on both Jermyn Street and the wider Piccadilly area took part. They ranged from establishment stalwarts to newer names and were shown mixed together for a contemporary vibe.

Various eye-catchers included a jaunty windowpane check suit by Dunhill; a long gray cardigan from N.Peal; navy track suit bottoms from Sunspel; an abbreviated Aquascutum trench; a brocade dressing gown from New & Lingwood, and an oversized Norwegian Rain poncho worn atop a pinstriped suit by Thomas Pink.

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